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Flower Purchasing

Flower Purchasing. December 2003 for Northern Flower Growers Association by Carol Gunn. Research Approach. To gain market insights Identify opportunities Telephone omnibus Consumer Link 1,000 NZers, aged 15+ By Carol Gunn 41 Murdoch Road, Grey Lynn, AUCKLAND +64 9 376 9269

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Flower Purchasing

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  1. Flower Purchasing December 2003 for Northern Flower Growers Association by Carol Gunn Flower Purchasing

  2. Research Approach • To gain market insights • Identify opportunities • Telephone omnibus • Consumer Link • 1,000 NZers, aged 15+ • By Carol Gunn • 41 Murdoch Road, Grey Lynn, AUCKLAND • +64 9 376 9269 • carol.gunn@xtra.co.nz Flower Purchasing

  3. Frequency Flower Purchasing

  4. Buyer Defintions • “Frequent” - Once a month or more • “Moderate” - Every 2-3 months • “Infrequent” - 1-2 times / year • “Non-Buyer” - Never / Don’t know Flower Purchasing

  5. Market Value Frequent ($63 million) Moderate ($250 million) ($114 million) Infrequent Flower Purchasing

  6. Market Development - Apparent Model - Low Involvement No Involvement High Involvement Non-Buyers Infrequent / Moderate Buyers Frequent Buyers Not easy gift Lack purchase confidence Luxury Special Occasion Gift Little handling confidence Less Luxury More Ordinary Decorative More handling confidence Flower Purchasing

  7. Implications • Primary target is moderate buyers • Encourage self purchase • Secondary target is frequent buyers • Encourage bigger self-purchases • Supermarket purchase situation must encourage flower purchase • Confidence in flower care is critical component of self-purchase • Education is key Flower Purchasing

  8. Strategy • PR/Communication programme • Position flowers as aspirational yet attainable • Decorative/mood enhancement • Flower education to build handling confidence • Do it for yourself • Build strong relationships with supermarket retailers • Build understanding of ideal supermarket environment Flower Purchasing

  9. Total Occasions Average number of occasions: 9.0 7.4 4.0 Flower Purchasing

  10. Occasion Mostly Buy Flower Purchasing

  11. Total Types of Occasions Flower Purchasing

  12. Types of Occasions Mostly Buy for Flower Purchasing

  13. Buy for Self for Other Flower Purchasing

  14. Mostly Buy for Self for Other Flower Purchasing

  15. Total Places Buy from Average number of places: 3.9 3.4 Flower Purchasing

  16. Place Mostly Buy from Flower Purchasing

  17. Typical Purchase Mode = $20-49 (i.e most common spend) Average = $34 Median = $20 (halfway point) Mode = $20-$49 (i.e most common annual spend) Average = $26 Flower Purchasing

  18. Approximate Annual Spend Mode = $175 (i.e typical annual spend) Average = $172 Median = $400 (halfway point) Mode = $420 (i.e most common annual spend) Average = $570 (but NOT typical) Flower Purchasing

  19. Summary of Motivations Flower Purchasing

  20. Encourage Positive Mood/Emotions Flower Purchasing

  21. Easy Gift Flower Purchasing

  22. Other Motivations Flower Purchasing

  23. Express Sympathy Flower Purchasing

  24. Barriers Flower Purchasing

  25. Poor Value Flower Purchasing

  26. Other Source Flower Purchasing

  27. Other Barriers Flower Purchasing

  28. Attitudes Flower Purchasing

  29. Attitudes Flower Purchasing

  30. Key Attitudes Disagree neutral Agree Strongly Strongly Disagree neutral Agree Strongly Strongly Flower Purchasing

  31. Buyer Profile Flower Purchasing

  32. Age Flower Purchasing

  33. Area Flower Purchasing

  34. Occupation Flower Purchasing

  35. Employment Status Flower Purchasing

  36. Socio-Economic Group Flower Purchasing

  37. Lifecycle Stage Flower Purchasing

  38. Marital Status Flower Purchasing

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